Internet Activities 12.4 Consumer Privacy Concerns

Digital and Social Media Marketing

Chapter Reference

Chapter 12: Digital and Social Media Marketing


This activity will enable you to learn more about privacy and the use of cookies for online observational research within the area of online fashion retailing.


One of the major forms of observational research conducted on the Internet is the use of cookies. A cookie is a small text file found on your hard drive that allows information about your web activity patterns to be stored in the memory of your browser. From this file, companies are able to gain a more detailed understanding of the browsing patterns and even purchasing behaviours of their online audience. In light of this, they are able to tailor offerings and customize pages and advertising specifically to each site visitor. Most websites will use the following warning statement: ‘This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies or find out more here’.

Go on your usual fashion website, or go onto the suggested ones below then consider:

  • How do they ensure that you know that your cookies are being tracked?

  • Judging from your clicks, how do you think online retailers tailor your online shopping experience?

  • How does the new law on use of cookies in the UK/EU affect the shopping experience and the company’s collection of research?